The research follows last week's news that Atkins Nutritional plans to launch its branded food and drink range in the UK next year (Marketing, August 28).
Just 16% of the 1100 survey respondents said they would be likely to buy from the branded range - including only 2% who thought themselves very likely to buy it.
Media coverage has generated massive awareness of the low-carbohydrate diet, illustrated by the fact that 97% of respondents said they had heard of the regime.
Of those who had heard of it, 10% said they have already tried the diet while 21% of those who hadn't tried it said they would consider it.
ATKINS DIET
Have you heard of the Atkins Diet?
Yes 97%
No 3%
If Atkins Diet-branded products were available in the UK how likely
would you be to purchase them? (Of those who have heard of the diet)
Very likely 2%
Likely 14%
Neither likely nor unlikely 11%
Unlikely 16%
Very unlikely 57%
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